Neither Hair Nor There

Nair, the popular depilatory range adds moisturizers, waxes and more for 2010.

Melissa Meisel, Associate Editor02.12.10

The temperatures hovered close to the single digits, but Nair transported beauty editors to a tropical climate on Jan. 27 with a “beach ready” launch for a variety of new products in New York City. The Church & Dwight brand displayed its latest formulations for 2010 amongst soothing candlelight and calypso sounds at a fitting venue, Nikki Beach Midtown.

Nair is one of Church & Dwight’s power brands, which account for 80% of the company’s sales ($1.9 billion for household and personal care products in 2008, as previously reported in Happi).

Standout products for Spring 2010 include Nair Naturally Smooth Warm Wax with peach and melon extracts, a water-rinseable sugar wax that’s ready for use in as little as 15 seconds; the dual depilatory/moisturizer Nair Silky Sensations with pomegranate infusion that contains 20% moisturizer; as well as the lavender-scented Nair Shower Power Max, which joins the line up of existing Shower Power products that feature a “triple-protection system” that delivers water-resistant properties.

"Consumers are looking for are longer-lasting results than shaving like smoother, softer skin without stubble. They also are seeking added benefits such as moisturization, exfoliation and other skin nourishing ingredients, convenience and ease of use and pleasant scents," noted Melissa Martin, group product manager, Women's Health and Personal Care, Church & Dwight, Princeton, NJ, in an interview with Happi. "We've incorporated popular ingredients like pomegranate, soy and lavender into our newest products like Nair Shower Power Max and Nair Silky Sensations.”

Is it a crème or is it Nair? A combination SKU for Spring 2010 (at left) alongside its latest Shower Max depilatory (at right).

When asked how is Nair doing in the marketplace after the economic slump of 2009, Martin replied, "As consumers look to save money during this time, Nair is seen as an affordable and effective alternative to away-from-home hair removal.”

In April, the brand will launch its "Step Out Challenge" during Spring Break in Panama City, FL, where consumers are asked to put aside the razor for a week and try the new Nair products while becoming stubble-free in the sunshine.